Sebastián Soto

Head of Marketing & Communications @Spradling

Marketing Director💸 MarketingCreative ProducerCopywriter🐦 DesignCommunication Designer🧨 ConsultingBrand DesignerBrand Marketing ManagerCommunications Manager

Master in Marketing & Communication Management with experience in branding, strategy, PR and content marketing. Worked for clients such as Old Mutual, Johnson’s, Meals de Colombia, Federación de Cafeteros and Visa. High performance in design and implementation of internal and external communication strategies, media plans, stakeholder relations and event planning. Strong commitment and adaptability in diverse workplaces as well as solid team management skills. Control and administration of suppliers and ad agencies such as Lowe SSP3, Geometry Global, VMLYR and Havas.

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Work Background

Spradling GroupHead Of Central Marketing & Communications

Jun. 2021Definition of global brand strategy, development of sustainable communications (ESG standards) and digital campaigns on paid, owned and earned media; Product launches (coated fabrics and complementary goods) in Europe, US, Mexico, Latam. Storytelling, Video content, Emailing marketing, SEO, Podcasts. Alignment and positioning of the sustainability marketing strategy ( environment, sustainable products, social projects and development of the sustainability annual report). Promotion of sustainable culture change through immersions and training for different stakeholders. -Design of endomarketing/organizational communications aligned with group objectives. - Achievements: -Over 550K views on our sustainability digital campaigns resulting in a 29% increase in Linkedin audience - More than 300K views in the first 3 weeks with the series we produced in Colombia and Costa Rica: 'Coating a Sustainable World' - Global sustainability platform development and launching of our 360 campaign "For the long run". - (Development of the Sustainability Reports 2021-2022-2023) - Creation of the "green matrix" that allows to see sustainable criteria for products/certifications/attributes -Brand global architecture repositioning: rallyng cry,brand belief, reputation, reason why - Finalists at the El Tiempo-Portafolio Awards in the category : Export Quality. - Development of the library project, a web based tool that gathers content about every brand that has our Coated fabrics specified. - Web page and landings upgrade, focusing on SEO strategies, brand architecture and UX design.

Itaú ColombiaBrand & Media Leader

Sep. 2018 - Mar. 2021Responsible for the brand positioning of Itaú in Colombia. Leader of brand content and social media ecosystem (organic and paid) and marketing and customer service; content production, competitive monitoring, insights, brand indicators (awareness, consideration, sentiment, brand equity, KPI's). Team management through agile methodologies (agencies, headquarters and suppliers). Achievements - Achieved 61% awareness by December 2021 and 75%+ brand equity. - Increased monthly searches of the Bank's product portfolio by 65%= 3Million; increased CTR to 2.5% and 40% of our followers. - Thanks to the BrandLift measurement and the efforts made on YouTube, we increased T.O.M. by 24% and brand awareness by 10%. - Launching of our new ATM network, with a total change in branding and a revamped experience (UX/UI). - Launching of our new employer brand page www.itau.co/marcaempleadora that drives job creation and showcases the bank's purpose in Colombia. - Showcase of our new brand ambassadors/advocates program (orange DNA) with Human Resources, which strengthens the GPTW indicator. - Support on the development of the Sustainability Report 2018/2019

Itaú ColombiaAnalista Senior Endomarketing & Media

Mar. 2017 - Sep. 2018Responsable de crear campañas internas para los empleados del banco con el fin de consolidar el sentido de pertenencia y establecer a Itaú como una marca empleadora atractiva en el mercado colombiano.

Talisman Group EventsCommunications Designer Consultant

Jun. 2016 - Dec. 2016Barcelona Area, SpainStrategic communication, PR and event campaigns for different allies in Barcelona and part of Europe. CLIENTS: CaixaBank/ MediaMarkt / Montibello / Ferrero / Catalána de Occidente / Lidl / Nestlé.

Proximity ColombiaContent Marketing Manager

Dec. 2011 - Jul. 2015Responsible for the strategic approach, content creation and advertising communications focused on branding, marketing, style guides, idea generation, research and design. CLIENTS Banco de Bogotá, Federación Nacional de Cafeteros, Cotton USA, Pedigree, Meals de Colombia, Terpel, Johnson&Johnson MAJOR ACHIEVEMENTS - Work for brand awareness and recognition for the colombiancoffeehub.com barista community. - Positioning 'orgullosamentenatural.com' from Cotton USA as a blog of vital information for nature lovers through infographics, life stories and videos.

Ariadna InteractiveDigital Creative Traffic Analyst

Jun. 2011 - Dec. 2011Tasked to optimize communication of digital campaigns through its most relevant indicators (brand awareness, influence, traffic, revenue, ROI). CLIENTS LAN, Aires, Unitec, Pepsi, Samsonite, Scotiabank, Visa, Mini, BMW, Hilton MAJOR ACHIEVEMENTS Optimize awareness and traffic LATAM communication through Google Adwords.

Fondo Nacional del Ahorro (Página Oficial)Coordinador de marketing y publicidad

Oct. 2009 - Apr. 2011Responsible for product positioning, freepress, PR, benchmarking, p.o.p arts, event management, media planning and strategic and creative impulse in all ATL & BTL campaigns of the company. MAJOR ACHIEVEMENTS Improve corporate and organizational communications. Event Coordination and updating of mass communication. Rebranding.